Influencer marketing is a fusion of traditional and contemporary marketing strategies. It incorporates the concept of celebrity endorsement into a current content-driven marketing strategy. Because companies and influencers work together to produce the campaign's results, influencer marketing stands out primarily for this characteristic. Influencer marketing, at its core, is a form of social media promotion that relies on recommendations and mentions of products from influencers — people who have a sizable social following and are recognised as experts in their field. Influencer marketing is effective because social influencers have established a high level of trust with their followers, and recommendations from them provide social evidence to potential customers for your business. Influencer marketing is becoming a widely used strategy for online promotion. For some time now, it has been a buzzword, and the mainstream media is making good use of it.